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Media Consultancies Come Of Age

Jay Pattisall September 18, 2018

The first Forrester Wave™ on global media agencies reveals the category-adding technology, services, and capabilities to leap beyond conventional media planning and buying. Media agencies are beginning to transform into media consultancies. However, who’s leading might surprise you. The Conventional Approach Of The Media Agency Is Deteriorating Media agencies are no longer just media planning […]

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Can Agencies Change Their Business Model Fast Enough?

Jay Pattisall August 15, 2018

Agencies Are No Longer The Exclusive Marketing And Business Partner For CMOs CMOs bring agency work in-house and aggressively manage agency fees. Global consultancies like Accenture and Deloitte target CMOs and new business and technology stakeholders with experience agency services. The agency business model is under financial attack. P&G reported saving $1 billion in agency […]

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The Video Universe Is Expanding, And Video Market Players Must Adapt

Brandon Verblow August 9, 2018

In season four of Netflix’s BoJack Horseman, an animated series about the struggles of a former 90s-era sitcom star of the same name, BoJack’s agent Princess Carolyn is pitching a new series starring BoJack. The pitch is to executives at the fictitious WhatTimeIsItRightNow.com, an online source for local times around the world.[i] The website has […]

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Facebook’s Latest Earnings Report Should Not Alter Marketers’ View Of Social Ad Spending

Brandon Verblow August 1, 2018

Facebook’s Q2 2018 earnings call was not well-received by investors as evidenced by the stock’s 19 percent price drop equating to the largest-ever loss in market value in one day for a U.S. traded company. But if you’re a marketer looking to forecast your spending on social advertising over the next several years, Facebook’s latest earnings […]

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Facebook's Latest Earnings Report Should Not Alter Marketers' View Of Social Ad Spending

Brandon Verblow August 1, 2018

Facebook’s Q2 2018 earnings call was not well received by investors as evidenced by the stock’s 19 percent price drop equating to the largest-ever loss in market value in one day for a US traded company. But if you’re a marketer looking to forecast your spending on social advertising over the next several years, Facebook’s latest […]

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Six Key Takeaways From Google Marketing Live 2018

Collin Colburn July 12, 2018

Susan Bidel, Joe Stanhope, Tina Moffett, and I were able to attend Google Marketing Live this week in San Jose. There were many announcements and changes made to Google’s platforms and products. Possibly the most significant — an announcement that was made over a week ago — was the retirement of the AdWords and DoubleClick brands in […]

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Why AT&T’s Acquisition Of AppNexus Is A Big Deal

Joanna O'Connell June 25, 2018

The rumors were swirling during the Cannes Lions festival last week, though I don’t think I expected it to happen so fast. But it did. Yes, AT&T has acquired adtech company AppNexus in news confirmed today. Here are the headlines, from my point of view: AT&T + Time Warner = plugs and pipes meet content. Before […]

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Why AT&T’s Acquisition Of AppNexus Is A Big Deal

Joanna O'Connell June 25, 2018

The rumors were swirling during the Cannes Lions festival last week, though I don’t think I expected it to happen so fast. But it did. Yes, AT&T has acquired adtech company AppNexus in news confirmed today. Here are the headlines, from my point of view: AT&T + Time Warner = plugs and pipes meet content. Before […]

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Changing Attitudes To Targeting Could Threaten Digital Ad Spending

Brandon Verblow June 7, 2018

The balancing of the privacy-personalization paradox will be the defining dynamic impacting digital ad spending over the next several years. Future growth in digital ad spending is heavily based on the expectation that as targeting capabilities improve, marketers will be able to justify paying a higher price per ad, which will lead to higher overall […]

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Can CMOs Trust Consultancies For Programmatic Media?

Jay Pattisall May 29, 2018

Last week, Accenture Interactive launched a new media service called Accenture Interactive Programmatic Services. The new service will include programmatic consulting services for in-housing media, media strategy, planning and implementation, and advertising technology services. It’s the first “official” foray into media from a consultancy. The marketing and advertising trade press label the move another effort […]

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The Data-Driven Marketing Revolution Will Be Televised

Jim Nail May 16, 2018

I recently heard L.L.Bean’s chief sales and brand officer walk through the company’s brand refresh and corresponding marketing campaign. He showed some TV spots (most of which elicited laughs, like this winner), and I was reminded of the company’s expanded TV spend. Is TV dead? Hardly. But it is about to change more radically than […]

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TD Ameritrade’s “Accountable CMO” Makes Marketing A Business Engine

Joanna O'Connell May 3, 2018

I have a new work crush. It happened, of all places, at the ANA’s Advertising Financial Management Conference earlier this week in Hollywood, Florida. My new marketer inspiration? Denise Karkos, CMO of TD Ameritrade, who talked us through what it means — and why it’s so critical — to be an accountable CMO. Here’s a bit […]

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Omnichannel: It’s Not What Your Ad Tech Provider Tells You It Is

Joanna O'Connell March 8, 2018

I love digging into data. Sounds obvious, I know. I’m an analyst, after all. But when I returned to Forrester, just after the Q2 2017 Omnichannel DSP Wave published, I found we were sitting on a treasure trove of data gleaned during the customer reference survey portion of the research. And it was illuminating. This […]

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The Inflection Point for Addressable and Advanced TV Is Here Now. Really.

Jim Nail March 1, 2018

The headlines have said it for years: TV is about to change. It will become more targeted. So I don’t blame you if you are a bit skeptical. But yesterday I presented data from the ANA/Forrester State of TV and Online Video Survey that strongly demonstrates that we are finally at the point where rapid […]

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Consultancies Change The Game

Jay Pattisall January 31, 2018

Consultancies Arrival Disrupts Agencies Fiat Chrysler’s appointment of Accenture Interactive as the “experience agency of record” for Maserati marks the second example of consultancies winning a global marketing assignment, following Deloitte Digital’s win of John Hancock/Manulife last summer. Both are seismic events in the marketing world as these assignments traditionally reside with agencies and holding […]

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Search Advertising Enters 2018 On The Cusp Of A Renaissance

Brandon Verblow January 3, 2018

In recent years, search has been the important but sleepy mainstay of the digital advertising market. Even though it garners the most digital advertising dollars, the attention paid to search has faded as growth has matured and novel channels like social and video have emerged. However, search is poised to experience a late-stage renaissance as […]

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TV Industry: It's Time For A Round of "Stop, Keep, Change"

Joanna O'Connell December 8, 2017

I’m obsessed with the future of television. A couple years ago, I pursued it largely as a research exercise. Today, I’m up in arms based on my own experience as a TV consumer. The rumors are true: empowered consumers are real and I am one. And of late, my ad experience with my chosen form […]

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Allocate Your Marketing Dollars More Efficiently

Brandon Verblow November 13, 2017

Marketers are increasingly under pressure to show that their digital marketing investments are generating returns. Large firms like Unilever have moved to more regularly reevaluate their marketing spending as part of a shift to zero-based budgeting — adopted in part to ward off potential interference by activist investors. Ad fraud and viewability concerns are giving […]

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From Darling To Workhorse: Programmatic’s Growing Pains And What Comes Next

Joanna O'Connell November 1, 2017

I attended AdExchanger’s semi-annual Programmatic I/O conference last week to absorb the latest in industry talk and get a pulse check on the health and wellness of the programmatic ecosystem. This show was illuminating in that I found signs of both enthusiasm and beleaguerment in equal measure. It felt, in short, like a meaningful corner […]

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OTT Won’t Replace Traditional TV — The Two Will Get Married And Have Babies

Jim Nail October 5, 2017

Recent headlines have covered cord cutting as if it is an inevitable trend, set to doom the TV industry as we know it. However, when we peel back the layers of the alarmist headlines, the argument doesn’t really hold: No streaming service yet offers all that consumers want, as my colleague Kris Arcand found in […]

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